GATORADE WAKES UP BALTIMORE
This morning's BALTIMORE SUN reports on local test marketing
efforts for SunBolt, Gatorade's "new drink aimed at taking
morning market share away from coffee and orange juice": "People
who run into SunBolt product samplers are likely to encounter
someone in a bright-colored uniform, driving a truck painted in
SunBolt's eye-popping logo, and maybe roller-blading down the
street with a small helium balloon harnessed to his shoulders."
According to Gatorade's Patti Jo Sinopoli the campaign will also
feature morning-drive radio advertising. David Wellman, new
products editor of FOOD AND BEVERAGE MARKETING MAGAZINE:
"They're looking at it as a morning impulse buy. They're trying
to get a piece of the breakfast market as (an) alternative to
coffee and orange juice" (Timothy Mullaney, Baltimore SUN, 9/19).
In this week's BARRON'S, Shirley Lazo reports that "takeover
speculation and investor jitters about economic growth are
heating up food stocks such as" Gatorade parent company, Quaker
Oats (BARRON'S, 9/19 issue).